A father and mother whose son have not been able to speak for years (since his birth) dedicates their lives to his son to speak. They do everything materially and spiritually so that the child can talk. Just when they run out of hope, the child says his first word ‘’dad’’. Dad gets the sound wave tattoo of his son’s saying ‘’dad’’.

Consumers were not aware which brand to use about tattoo care, and brands didn’t have taken any action yet. So, tattoo owners didn’t know which product to use to keep their tattoo protected. This was a potential opportunity for us. At the same time, In Turkey, tattoo is a taboo due to the religious prejudice. Despite that, 1,4th of people have a tattoo. But when it comes to show them, they are afraid of getting culturally executed. We reach the conclusion that people need to know that tattoos are not something to be hidden or shamed.

For the first time a brand created a book of immortalized stories that tattoo-owners wanted to last forever.

We created a tattoo bank to keep every tattoo owners’ story forever and made each tattoo certificated with a copyright.

Bepanthol, not only cared for the skin but also the tattoo owners felt taken care of.

We see warm and cute scenes of a young couple and their baby having their firsts. First ultrasound, first tooth, first step…

DAD (VO):

We left many firsts behind with our baby.

Except one.

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We see dad do some speaking practice with his son.

That first word, never came.

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We see the family in hospital corridors..

Naturally, we started visiting doctors one by one.

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We see the family at several doctors’ offfices.

It is a condition from birth they said. If he talks it will be a miracle.

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We see another speaking practice scene with chickens

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We see dad and mom trying to make the cild sing.

Ok… Let it be…

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We see that they see another doctor.

We never gave up.

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We see they practice speaking again.

Never stopped.

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We see child failed speaking at a doctor’s office.

Every time we failed,

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We see the couple fighting.

But we never surrendered.

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We see they selling their car and house.

We sacrified our worlds for our one precious world.

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We see the dad and mom hopeless and sad packing to move.

Just when we said that was it…

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The child comes in, hold his dad’s hand and slowly say: ‘’Dad’’. The dad hugs his child in a shocked and deeply emotional way.

It all changed unforgettably so.

The world’s best sound, the best word, the very best moment.

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We see a sound wave tattoo just in the place of dad’s hand where the child hold while saying his first ‘’dad’’. The kid asks his dad about his tattoo.

That sound of him calling me dad is with me forever.

PS:

We see the plan of his applying the ointment to his tattoo.

Super:

Forever like day one

Super & VO:

Bepanthol Derma Repairing Ointment

Since tattoos are considered a sin by a large part of Turkey (due to religious prejudice), people had to hide their tattoos at work and even from their families most of the times. Brands do not cast people with tattoos in advertisements to not to raise the majority’s eyebrows. From that perspective, seeing a tattooed person in the ad was something new for people in Turkey. To break the cultural stigma against the rebellious perception of tattoos, we focused on the human stories that bonds us.